Ex-Nielsen man leads Twitter insights venture
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UK-- Former Nielsen Entertainment president Peter Read is heading up a new company that aims to help brands mine insight from Twitter.
Chairman Read is joined in the venture by managing partner Scott Gallacher, the former online and partnership marketing director for broadcaster Sky, plus a host of advisors from the dotcom world, including Lastminute's Martha Lane Fox, Last.fm's Stefan Glaenzer and Lovefilm's Saul Klein.
According to the firm's website, it aims to build a suite of applications, tools and services to help brands listen and communicate with “the Twitter ecosystem”.
It lists buzz monitoring, CRM, customer insight, profiling and segmentation, and virtual focus groups among the areas it is looking to work in.
Launch clients include Universal Pictures, Warner Music Group and Virgin Media.
Author: Brian Tarran
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